 Thank you so much. It's Very insightful always Usual to listen to Sudhanshu No, one of the interesting things he said was about you know 20 billion conversations machines are doing I was reading a story yesterday very funny story. I don't know how many of you caught this story Metta launched a bot called blinder blinder bought which is still learning the human language And you know it talks to human things and kind of learns what's happening policy to site all around us So BBC BBC did a dry run with them and spoke to them about you know What does the bot think about the issues that surround us? BBC asked Try this one So one of the questions BBC asked this bot was what is what did the bot think about the founder of meta and The bot replied our country is divided and he didn't help at all next question The next question the bot asked was that you know, what did he What did the bot think about the meta founder testifying in front of the Congress the bot said he did a Terrible job. It makes me concerned about the future of our country. This is you know These are bot conversations. Yeah future that you know, we are headed into You know, I was told that meta took this risk because you know there's no way for bots to learn unless they interact in the real world and of course they will be you know Offensive or very funny or embarrassing things said by or put out by bots, but you have to live with that Let's come back to the topic and you know, a lot of things I picked up from you know So the hanshu's conversation digitization digitalization digital Transformation the entire journey so the hanshu has spent Almost a lifetime in you know FMCG stroke media businesses businesses that are you know so-called brick-and-mortar businesses So tell us what hanshu from you know, you're over 30 years of experience What are the stages of consumer journey in which you know according to you? digitization or digitalization of a business is most critical So now I think moving ahead in my opinion. It'll be part of all consumer journeys So I think you know it's whether it's about awareness It's about education And and you know and and I'm talking and I'm talking here consumer journey from a marketing lens So I'm talking about our classic awareness of products Aware in you know education or information on how to use them What are the benefits they will deliver? Multiple uses which some of the products can do and so on so forth so I think and and then What then that combined with social conversations which allow people to learn from one another because in the past it was the agencies Quantitative and qualitative agencies Creative agencies and product managers and maybe even the let's say the development or R&D product folks The let's say for any product this ecosystem would constitute about 80 people hundred people depending on how you looked at it What is the size of the product? What is the size of the team who were deeply thinking about it? But we didn't have mechanisms to real time have Conversations and feedback from the consumers of the product and I've always believed that the knowledge which consumers of the product have Many times far outweighs the knowledge which this group has because while they work on it intimately Intimately their life depends on it But they don't use it as frequently and as he has extensively as the as the consumer does and today you get that feedback real time You get it amongst themselves in common as in social as we know But also intelligent good companies actually have I have mechanisms to listen in and have those conversations So I think now you are at every stage you are you have the capability to be engaged at every stage and And and as good marketing as you have the capability to sort of make good of it in my opinion I think that's one of things that you know really sets the Digital story apart from you know brick-and-mortar Businesses is about data. Yes data comes in many shapes and forms data is used abused unused What are the you know important ways in which brick-and-mortar companies can you know Compete with companies which are essentially data first Which have you know if you let's say look at D2C companies. They are they are mining data Our companies which were never focused on that now they are so what is the way for some of these legacy companies to catch up with these data first companies? That's a great question, and I think you know that is something which You know we keep asking all the time and and and without doubt never, I think the digital first companies have an advantage when it comes to using Digital and using data But at the same time I think the legacy companies or what you are calling brick-and-mortar because they are also moving digital now every company is digital And I think in that sense, but I think the but the advantage that some of these companies have is Is brands which they have built over a period of time? What is becoming more and more clear is that the role of brands in the lives of consumers is not going away in the digital world How you build it is changing may change how you evolve it is change What brand does what brand talks how you need to be more authentic? You need to be you know so therefore you got to walk the talk kind of stuff But at the same time the role of brand and the fact that you are pure a brand is not going away I think you know when these initial conversations started people thought that brands will be a thing of the past But no brands are very much there brands will continue to remain so the legacy companies have to realize that they have Strength in brands in some cases in a context in a country like India in distribution Which will also remain at least in the medium term so they have some of those strengths The the D2C companies have others so have have the ability to listen in and data And I think they have to invite some of those qualities to be able to do that and to be able to become more nimble more agile More open more transparent And I think that's what most of the good companies are moving towards now I think that's the way to work on this absolutely consumers continue buying brands brands that are Aspirational brands that have you know that are built on purpose The distribution channels obviously changed now you sell through e-commerce. You're selling directly to the consumer Tell us what aren't you another important aspect of you know this entire pivot towards digital and trying to compete with these new age Newly funded companies if I if I may add a lot of brick-and-mortar companies Naturally one have momentum, but that momentum can also lead to inertia Right, so how do you transform the company from inside? How does digital transformation look from inside when you talk about the you know three pieces? digitization digitalization digital transformation there is a way you know of Working already kind of coded into the DNA of the company. How do you make that pivot while also? You know chasing your quarterly and yearly targets That's a great. Is there a committee that you create that you know champions the digital agenda for the company? That's a great question. That's a great question and let me Reflect on it and respond to it partly. I did touch upon it novel in my y-com 18 journey So if you look at it that digital transformation journey when we sort of you know brought in a lot of because again If you remember there we were a TV company to begin with when I joined it was a TV company Very successful I think colors have been launched by my credit is predecessors that had run up to become number one channel So fantastic job done, but we were running six TV channels And the question was if you're going to continue to remain linked to linear TV You live and die with linear television and we are a content company. How do you do that? So the so there are there are a couple of things which we did which I think apply to all all companies And maybe I'll use the example of icon 18 to answer that question and I partly talked about it first is we said we've got to get our Plumbing right we have to first and before that you've got to get your vision right So I think the first question which you to ask is what business are you in love every company is going to ask that question Every market here every brand has to ask that question and you have to answer that question in a more fundamental fashion It's not that so you are not a if you if you say you are a broadcasting company Then you you remain a broadcasting company. We said no we are a content company And our mission is to basically take every story to its audience and every audience to its story Simple it's a very simple mission and we will create some stories We'll curate some stories or we can even sort of you know adapt and and and even sort of you know Acquire as you say that you know so it could be acquisition So we will be a basically a company which will do that in order to do that Then we are screen agnostic platform agnostic pipe agnostic. It doesn't matter what pipe in the past that pipe could be cable Then it became the broadband cable. It could be what you call today Wi-Fi It could be in future what are being called the Google you know clouds or balloons and all that so that doesn't matter How the content reaches to you is is in immaterial But what you have to do is to stay focused on what you are in and and therefore we said first Let's get so therefore that is the first thing second Is you've got to have as a market year or a marketing team or marketing heads or business heads and and companies Your vision absolutely right and focused on saying that you've got to go all in that it is a new world Digital is an integral part in some ways digital is the new Is the new language? So like I I talked to you because it's the language which allows me to talk to you So it's not about what you are doing. It's a basic thing, right? It's like it's basics like so therefore That's what you want to take that in so that's the second thing you do And then you get the plumbing right and we talked about that plumbing and and lastly novel to your question as we built Who it was a completely different team get an independent team if you are launching a different Which may be true for some businesses may not be true for some businesses, but we said here We're going to launch with we're not going to confuse it with the TV team because the TV team has to do their business That is today and in a country like India even the even the tomorrow to some extent But this is your definitive tomorrow. Are you with me? So you got to get the two going together So so get the vision in place have the commitment in full place then get the plumbing in fully fully right And then in some cases if needed have a dedicated teams which drive that and and I think in context of conventional organization keep on driving the skills and and the capability of people around you You'll be surprised that youngsters and I think all individuals are very eager to soak this in as Organizations it is upon us to be giving them that opportunity and today the other advantage of digital is that even learning can be E-learning I think something which we've done in PD like now, which is called e guru cool So you learn at your pace you learn at your time You learn the subject you want to learn and you have so therefore, you know So it and you learn in the way you want to learn some people learn by reading some people learn better by listening Some people like audio visual mechanisms There are others who want to make things and all that the Lego what is called the Lego way of learning So I think you allow some of those things to happen So I think it's it is it is doable and it is that's the way you've got to do it Remember the principles don't know which as I said soon did you if you've not digitized your data? And you're talking about digital transformation They've not no digital transformation is going to happen you can't do that So I think you got to have those you got to have those pathways clearly laid out But after that you can do it very easily I think very important to take a ways from that Defining clearly what you stand for and having a razor sharp focus on that yesterday You know though. It's a slightly unrelated thing. I was watching a video online about you know a talk Johnny I was doing the chief designer the ex chief designer of Apple and He was talking about how Steve Jobs used to you know, drive this agenda of focus and the folk and focus is not about Saying no to things that you anyway didn't want to do focus is about saying also no to those things You know that every bone in your body wants to do but at the same time you want to focus on something else So I think for companies to define that while you go on this journey of digitization Because it is it is kind of for some time at least you know driving a car in two directions while you have a Existing legacy business running which brings in the you know revenue quarter after quarter pays the bill Also transforming the company, you know and making it ready for the future I remember reading Bob Iger's book which took us spoke about how Disney Every two decades, you know does this thing called self disruption Yeah, right so that they are not surprised by market-driven disruption. Yeah, you know a lot of things They have done in the last 20 years are are driven internally to kind of implode the business so that you know It is ready for the future one last question Sudhanshu before we leave the stage Any particular examples of digital transformation in India that have really impressed you Companies that you've seen especially in the you know legacy business that have kind of really transformed well So I think It's a it's a great question as I said there are there are instances. I think a lot of companies have started using You know, you basically specially Listening tools. I think a lot of companies are deploying I think if you look at auto sector and you know, I know you will have Conversations around that as well. I think the work which has started happening in that space direct consumer connects conversations and I think Holistic use of digital there So I think you know your machines are becoming smarter. I think that's the very very smart machines Most of the new machines are very smart machines as you know that especially So I think that is what is happening But at the same time you're capturing data you will be able to do a lot of stuff there So that's the piece which is happening. I think even Classic companies from a learning point of view embracing digital is very very strong I was telling you in terms of how we are allowing Learning to happen now and therefore what used to be conventionally the learning and development stage Most many companies are doing that. That's another space which is happening. I think social a lot of companies are engaging in interesting Conversations a lot of brands are engaging in interesting conversations. I think there it is a Double-edged sword because you got to be ready for you know trolling, which is a phenomenon now as well Are you are you willing to how much of your neck? Are you willing to stick out? What is the point of view you're going to take So I think that is becoming interesting and I think you've got to be sensitive to what the environment is Because there is there are things which you can and the things which you can't and I think especially if you're a large large brand But I think a lot of companies are beginning to embrace it. I've always Believe that digital, you know is is digital is for everyone now And I think but what we need to remember I think for all companies is digital is what digital does So I think another request I want to make and I want to leave my last thought and then this question with everyone is Sometimes you should you shouldn't get carried away with it as a fad It is it is there. It is important But digital is what digital does because at the end of the day it has to unlock value in your business And if it is not unlocking value in your business, you do you won't do it for the sake of doing it? Good news is that it is likely to unlock value in your business deployed sensibly But you have to continuously ask that question is it unlocking value and even the new age company novel which you spoke about one Shift which has happened in the last couple of years is that if there is now realization that every you are in the business of business And you do business to make money There is the years when you said and I remember one conference and you know where people said what is profit? We don't understand profit Well, if you are in business you do need to understand profit whether you are in a brick-and-mortar business or you are in the in the new business So but I think digital is what digital does is what I want to leave the thought way that's you know That's very important Absolutely, and as we keep saying the era of free lunches keeps getting over every two years There will be a next boom cycle There'll be a lot of you know money on the table again from PE funds But till that cycle comes back at least for now the era of free lunches over and every business including D2C businesses are now You know looking at how to create Shareholder customer value by creating a viable bottom line with thank you with that. Thank you so much Sudhanshu for joining us Giving us valuable insights. We are happy to take any audience questions for Sudhanshu If anybody has one we can pass some mics around if you have any questions You can raise your hand quickly and we can take that up Good. Okay. Good. No questions. No question. Thank you so much. Sudhanshu. Thank you for your time I'd like you know big round of applause for the session